Logistics orchestration in the ornamental plant supply chain network: towards responsive and differentiated demand driven networks

At the moment the Dutch ornamental plant sector has a dominant international position fulfilling about 44% of the European market. However, emerging markets are positioned at a great distance requiring new logistics concepts to operate efficiently and effectively, new marketing channels become apparent which require increased responsiveness and product diversification, and new competitors like Spain and Italy are entering the arena. If no action is taken, the Dutch might loose their renowned international position. What actions should the Dutch ornamental plant sector take; can network collaboration or logistics orchestration provide the answer? This is the central question in this position paper as part of the Transforum “FloriLog-regie” project. This paper aims to support the development of logistics orchestration concepts in the ornamental plant supply chain network by presenting literature reviews regarding logistics orchestration concepts and network design, and by developing a typology of orchestration concepts for the ornamental plant supply chain network using case studies from multiple sectors. The paper is concluded with an overview of recommendations regarding the design and management of the international supply chain network of the Dutch ornamental plant secto